corporate branding

5 THINGS YOU CAN LEARN FROM TALAYA WALLER’S TED TALK ON PERSONAL BRANDING

 

1. Technology has caused a major shift in influence. Today, one employee can have more influence, and also consumer trust than their entire organization.

2. People are tired of being sold. In business marketing, we have moved away from humanizing objects to influencing people with other people who they know, like, and trust. Individuals who want to build an influential personal brand can use the know-like-trust formula.

3. Everyone has a brand, but most people don’t manage it strategically, effectively, or consistently. Individuals who have a well-defined personal brand usually generate increased value for their company, whether they work for themselves or someone else.

4. Your personal brand is the most powerful tool you have to accomplish your goals. A branding strategy is essential to success in fundraising, growing a business, or changing careers.

5. Branding is no longer about companies trying to manage our perception. Today, it’s about people creating and sharing human experiences.

The future of branding is personal.

How to Become an Entrepreneur Within Your Organization

Entrepreneurship is a mindset. An entrepreneur is someone who embraces critical thinking, innovation, and change rather than waiting to adapt to changes as they occur. Entrepreneurs who operate within an organization are looking to add value; they are open to advice from mentors and managers and proactively seek innovative solutions. They take full control of their career paths. Strong business leaders understand that human capital is the most valuable asset they have, even though it often does not show on the balance sheet, and that the best employees are the ones who are proactive, not reactive. These are the people who make the clients and customers happy.    

The entrepreneurial spirit is not inherently at odds with an established organizational structure, but new ideas, by definition, shake up the status quo. Even though organizations across industries are calling for innovative, out of the box thinking from employees, would-be entrepreneurs do face a certain set of risks. How can entrepreneurial-minded employees working from the inside act on their initiative while minimizing risk to themselves and their organizations? 

It is not enough to simply have a good idea; you must also have drive. Without this startup energy, you will not feel sufficiently motivated to venture into the unknown. Curiosity and problem solving skills will get you halfway, but if you do not personally care about the outcome then the risk factor will overshadow the possibilities.   

The next step is establishing what you are willing to invest to take this step and, beyond that, what you can afford to lose if things do not pan out as you hoped. Traditional risk calculations would otherwise nip conceptual exploration in the bud. With an uncertain expected return, investment is less than prudent. But, as they say, “nothing ventured, nothing gained.” You have to readjust your mindset to embrace uncertainty before you even begin. 

The landscape looks very different for external entrepreneurs. While they calculate time and money risks, internal entrepreneurs are wagering their ambition against the social capital already accrued within their organization. The most significant risk criteria to consider is their relationship capital and social standing and these risks must be addressed in much the same way as traditional entrepreneurs manage financial risk and investments. 

Now that you have embraced your entrepreneurial spirit and calculated the risks, you need to look around and figure out who you want by your side. Internal entrepreneurs benefit greatly from employee partnerships and supportive bosses, or at least indulgently passive superiors. Your evolving ideas require emotional, physical, and sometimes political support as well as a potential marketplace for your efforts.  

Once you’ve given yourself the green light and internal network to pursue your passion, it is time to act. Remain flexible and always learn from the outcomes of your actions, readjusting before taking your next step. Learn how to proceed with relatively low-risk steps, using your available network as a support and sounding board. In this way, you can bring energy and continuous improvement to your organization, thereby establishing yourself as an invaluable resource and entrepreneur, all while remaining within the supportive structure of your organization.

How Technology Changed Branding

The word “branding” literally refers to burning insignia, initials, or a logo onto a product. The term has been used for cattle, pottery in ancient times, and now it indicates the indelible mark you personally make on the products and services you are marketing. 

The idea of branding, as it more closely relates to industry, arose in the 1800’s when manufacturers, who had been personally selling goods within their own communities, began shipping products to sell elsewhere. The products had to fend for themselves without the manufacturer there to explain or promote it. 19th century manufacturers developed the ideas of publicity and advertising in their efforts to build name consciousness and product loyalty. 

The concept of self-positioning we now call “personal branding” was introduced in 1937 in a book by Napoleon Hill called Think and Grow Rich and further developed in 1981 by Al Ries and Jack Trout in their book Positioning: The Battle for Your Mind. The idea gained traction and was popularized by Tom Peters. 

In today’s iteration, brands constitute promises that peers, consumers, and potential employers believe; think of your personal brand as reputation capital and marketing as reputation management. In other words, you aren’t selling just goods or services, you are selling you.

What are your unique attributes, your skills, passions, and strengths? What sets you apart from your competitors? Now brand that reputation onto your wares with a highly recognizable logo and consistent style across platforms and mediums.

If you work for a corporation or a nonprofit, your “wares” might consist entirely of your skills, experience, attitude, and reputation. Nevertheless, consistency is key; cultivating a trustworthy product is the only way to grow your brand. A strong brand is a combination of trust, attention, reputation and execution. 

With the age of the internet, branding has reached a new level of relevance and consequence. Managing your reputation is a full-scale operation, spanning the far corners of the virtual world. Despite the fact that social media is technically online, its effects in the real world are both real and far-reaching.

Social media allows you to curate and market an online identity; this isn’t just a tool, it has become an expectation. If you want to secure preference in the mind of the consumer, you must first earn their trust. Your professional reputation is equally built on brand consistency.

Employers are increasingly cognizant of social media as a way to vet applicants before offering the first round of interviews. This may involve everything from scanning the applicant’s Twitter or Facebook feed, finding their personal blog or profile on LinkedIn, or conducting a more extensive background check using search engines and other tools.

Job seekers know that to be a competitor, they must foster a strong online identity, cultivate a following, and provide potential employers with access to their personal brand assets. Such efforts will greatly improve your chances of creating a perception of your qualities and capabilities that will distinguish you from the competition.  
 

How Can Personal Branding Be Used Against Stereotype Threat?

The term stereotype threat refers to situations in which individuals are, or feel themselves to be, at risk of confirming negative stereotypes about their social group. It’s a well-documented phenomenon, particularly in academic and corporate environments. Studies show that these situations result in increased heart rate and decreased concentrations. Ironically, the fear of confirming the negative stereotype leads individuals to perform badly, thereby fulfilling the stereotype due to fear of fulfilling the stereotype.

There are subtle organizational mechanisms that create obstacles for women and people of color in the corporate and nonprofit sectors. Personal and institutional bias favors people in the dominant group, giving them the benefit of the doubt, often without realizing it. At the same time, those who are not members of the dominant group have to repeatedly prove themselves. One of the most insidious factors pushing women and people of color out of professional leadership positions is the near constant anxiety caused by stereotype threat. 

Don’t let yourself be defined by other’s perceptions of you; there is a way to take control of your image. You can use your personal brand to help you overcome stereotype threat. Start by identifying the stereotypes that others are likely to impose on you upon first meeting. For Asian Americans, that might be “meek” or “passive.” For women, that might be “pushover” or “flaky.” Now, figure out how you can turn those unflattering, and untrue, assumptions about you into an image that is true and works for you. For example, women are often dismissed professionally because their compassion is seen as a weakness when, in fact, having good people skills, such as compassion, is an invaluable strength. Know your value and lean in

Rewire your thinking from a fixed identity mindset to a growth mindset. People often get stuck thinking that they must simply play the hand they’re dealt. Rather than thinking about your identity and your situation as the result of circumstance and genetics, understand that your potential is infinite. If you want to be successful, you have to believe that you can be. What does this success you look like? Picture her/him and work towards that image.

You must fine tune the resonance between your brand and your reputation. This means identifying the gap, if there is one, and deliberately working to change perceptions about you. If any of the negative assumptions about you are true, tackle them first and actively work to change them. If you are a woman who is submissive at work, work on being more vocal, taking risks, and asserting yourself.

Disprove the stereotypes by showing up and being a whole person and not a label. The best way to disprove stereotypes is to replace people’s ideas of you with the real thing, with your personal brand. Speak your mind, offer unique solutions, and boldly stake out a position that works for you. You are actively redefining yourself. Make sure that you do not repeat the ideas of others. Bring something new to the discussion and, slowly but surely, perceptions of you will adjust accordingly.  

How Personal Branding Can Help You Negotiate Your Salary or Next Promotion

In today’s job market, standing out in a crowd is particularly vital to your career. Establishing and enhancing your personal brand will help you develop a reputation for professionalism, integrity, and expertise that will open doors to getting hired, promoted, and negotiating your salary. If you work for a larger corporation and think that your personal brand is in some way redundant, think again. Due to technology and the growing distrust of corporations, personal brands have become easier to develop, nimbler, and more trusted than their corporate counterparts. Using your personal brand to further company related goals is an excellent way to find new clients, establish your reputation, and earn a promotion. Here are some ways that your personal brand can help you earn that promotion or negotiate your salary. 

Use your personal brand to find new clients and solidify relationships with existing clients. New clients will be drawn to the company by your personal brand which is more, well, personal than the corporate brand; its accessibility will bring in new clients who will have a better impression of the company overall as a result. If client relationships play any role at all in your position, then having a strong personal brand will improve them. And the loyalty of clients you already have a personal relationship with through your brand will increase as you advance to positions of greater responsibility within the company. A large network of loyal contacts radically increases your capacity to generate more business and reach even more clients. 

Having a large, loyal network of contacts gives you, and the company, access to an even larger collective of human resources. The relationships you cultivate through your personal brand will not be limited to clients or customers. If your company needs to find new manufacturing or an independent contractor, you can reach out to your web of contacts; this network is a valuable resource, especially if your new role involves managing external relationships.

Another way that your personal brand can be leveraged to negotiate a salary or earn a promotion is by increasing your company’s brand impact. If you personally have a network of several thousand followers, then every post from your company that you share through your personal network will expand their reach by several thousand. That expanded reach comes with an objective monetary value that you can leverage when negotiating your salary. 

And don’t forget, your personal brand can be used to establish a competitive baseline. The potential loss of the resources, contacts, and expertise associated with your personal brand is a very real factor in your value to the company. Though you should not use this point directly when in negotiation with employers, as it could be perceived as a threat. Let the strength of your brand speak for itself. Employers know that if you decide to leave your current company and migrate to one of the company’s competitors, your personal brand will go with you.